What Affects the Advertising Sharing Behavior among Mobile SNS Users? The Relationships between Social Capital, Outcome Expectations and Prevention Pride

Mobile networks practice of social networking service that gives individuals an easy way to exchange messages and ideas with others base on interpersonal relationships. However, why individuals spread advertisements in their social circles through mobile applications is not well understood: is this the result of environment impact or the result of individual characteristics? To tackle this problem, we apply social capital theory to examine how social capital influence advertising recommendation quality and advertising sharing behavior in mobile networks. And, we also use social cognitive theory and regulatory focus theory to investigate the motivations behind people's advertising sharing behavioral in mobile networks. Data collected from 319 mobile social networking users provide support for the proposed model. The analysis of the sample shows that the social capital and outcome expectations are significant indicators of individual’s ad-sharing behavior in the mobile SNS environment. Moreover, the prevention pride has an obvious interaction influence on the perception and behavior of M-ad sharing. Implications for research and practice are discussed.